Growing the Talent Pool: How Sponsorship of Professional Sales Programs Enhances Employer Branding

Autor/inn/en	Groza, Mark D.; Zmich, Louis J.; Groza, Mya P.
Titel	Growing the Talent Pool: How Sponsorship of Professional Sales Programs Enhances Employer Branding
Quelle	In: Journal of Marketing Education, 44 (2022) 1, S.72-84 (13 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Groza, Mark D.)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0273-4753
DOI	10.1177/02734753211028641
Schlagwörter	Marketing; Professional Education; Merchandise Information; Financial Support; Corporations; Sales Occupations; Prediction; Familiarity; Talent; Program Effectiveness; Team Teaching; Student Attitudes; Positive Attitudes; Career Choice; School Business Relationship; Reputation; Employers; Undergraduate Students + Suchen Sie Ihr Suchwort? Berufsausbildung; Finanzielle Förderung; Unternehmen; Vorhersage; Begabung; Hochbegabung; Teamteaching; Schülerverhalten
Abstract	Increasingly, professional sales programs receive financial support from company sponsors in exchange for varying types of branding and recruiting opportunities. This study builds on the literature regarding employer branding and talent acquisition by examining the effect sales program sponsorship has on students. Grounded in organizational reputation theories, brand equity, and the literature on corporate sponsorship, it is proposed that sponsoring a sales program leads to positive student-firm related perceptions. Additionally, it is predicted that classroom engagement in the form of coteaching enhances these positive effects. Two natural field experiments, one involving two semesters of professional sales students (n = 90), the other involving four semesters of professional sales students (n = 174), are conducted to test the conceptual model. Results confirm the study's predictions that sponsoring firms are perceived more favorably by students, and classroom engagement enhances these positive perceptions. Finally, results suggest that firms with lower initial familiarity among students have the most to gain in terms of enhancing student perceptions through coteaching. (As Provided).
Anmerkungen	SAGE Publications. 2455 Teller Road, Thousand Oaks, CA 91320. Tel: 800-818-7243; Tel: 805-499-9774; Fax: 800-583-2665; e-mail: journals@sagepub.com; Web site: http://sagepub.com
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01